How to Create a Basic Email Campaign (Multi-Version)

Overview

Setting up a new email campaign in the ZetaHub is straight forward. There are two types of campaigns (Broadcast & Trigger) which you can learn more about here

For this article, we'll be making a basic Broadcast campaign using our previously made segment and content.  

Prerequisites

Getting Started

Creating a New Campaign

1. Click Campaigns from the left-hand panel and select Broadcast.

2. Navigate to New Campaign in the upper-right corner and select Multi-Version.

3. Provide a Name for your campaign and click Next

Within the Multi-Version Campaign Builder, you will see two tabs:

  • Content & Audience

  • Campaign Settings  

For all new campaigns, you will land in the Campaign Settings tab first to allow you to select some higher-level campaign features such as the Launch Type. In this case, we will keep the default of Broadcast at a specific time to allow us to send a batch email campaign to an audience.

Content & Audience

1. Navigate to the Content & Audience tab. Here you can manage the message and the targeted segments or lists perversion.

2. Input a Campaign Name and select an appropriate Channel. The default will be Email.  We'll skip A/B Tests for now as this will be covered in a separate how-to article.

3. Add your content by clicking on the Add / Edit Content option.

4. Add your Header information.

  • From - Choose from your pre-defined From Names and Addresses (more can be added from Settings)

  • Reply-to (Optional) - An alternate option for handling direct replies to your email.

  • Subject - The subject line of your email.

  • Preview Text (Optional) - The preview text of the email that shows next to the subject line in many email clients.

5. Add additional Tracking information.

  • External Link Tracking - Name/value pairs that will be appended to all <a> links within the email.  These are available in the BI Event Export.

  • External Campaign Codes - Name/value pairs that will be passed along to the BI Event Export without appending to the links.

6. Add your Audience.

  • Include your audience by clicking and selecting targetable segments and lists.

  • (optional) Exclude any suppressions you want to for this version.

  • (optional) Suppress a Control Group for this version.

An Event generated for a control group is similar to an exclude, but in addition to suppressing the user, a campaign_skipped event is fired off for that user

  • (optional) Add Seed Recipients for internal stakeholders who want a copy of the email.

  • (optional) Click + New Version at the bottom of the screen and repeat steps 4-7.

Estimated Message Counts

The insights gained from the estimated message count can help users to refine the targeting criteria and better align with campaign goals.

This data can be found within the Content & Audience screen:

The available data can be referenced in the Table Below:

Metric

Description

Eligible Contacts

Number of eligible contacts across users specified in the targeting criteria

Excluded Contracts

Number of contacts specified as part of 'exclusions' in the targeting criteria

Control Group Contacts

Number of contacts specified as part of 'control group' in the targeting criteria

Suppressed Contacts

Number of contacts excluded due to being part of global suppression criteria

Unsubscribed Contacts

Number of contacts excluded for being unsubscribed (for any reason including bounce or manual de-activation)

Not Opted-In Contacts

Number of contacts excluded for not being opted-in for messages (applicable to accounts with double opt-in enabled)

Duplicate Contacts

Number of contacts excluded for being duplicate

Not Preferred Contacts

Number of contacts excluded for not being a preferred contact (When contact preferences are set)

Version Overlapped Contacts

 Number of contacts excluded for being included as part of previous versions (Applicable for versions)

Net Addressable Contact 

 The final addressable count this message will be sent to. This matches the current Estimated count

Campaign Settings

  1. Navigate to the Campaign Settings tab.

  2. Schedule your campaign - the default is to Send Immediately, but you can also opt for a Later time or some Recurring cadence.

  3. (optional) Add additional settings:

    1. Remove duplicate emails - Primarily used for clients who use a non-email user_id as a unique identifier for their audience.  In the scenario where two user_ids have the same contact email, this option would remove the duplicate user_id.  For fully email key clients, this option should have no effect.

    2. Mark as Transactional - sets the campaign as Transactional to ignore the subscription status of a subscriber.  When set to Transactional, the campaign will send whether or not the person is subscribed.

    3. Set max send rate - gives an option to slow the hourly send rate of a campaign. This is useful to maintain traffic to your site or to your call centers.

    4. Set preferred contact type - Allows the user to pick which type of contact they want to use for a person; only use the "billing" contact for a specified person.

    5. Tags - In the bottom right, you can add up to 10 campaign tags to be used for the categorization of the campaign.

Performance Chart within “Campaign Settings”

Metric

Details

Sent

The total number of emails ZMP attempted to deploy after all exclusions and suppression's.

Delivered

The total number of emails successfully delivered to the receiving Inbox Provider. This is only a successful delivery and is not an indication of successful placement in the inbox folder rather than a promotions folder, spam folder or another folder.

Opened

The total number of opens recorded by ZMP. Relies on an image pixel loading. If a user has images disabled, an open cannot be recorded

Clicked

The number of users who clicked on a linked image or text regardless of the number of times users clicked

Click to Open

The ratio of total clicks to total opens

Unsubscribe

The total number of individuals who unsubscribed attributed to a particular campaign

Spam Reports

A classification for suppressed contacts who had reported spam/abuse complaint in the past and were deactivated as a result

Suppression Metrics

Note these are only available on Multiversion Campaigns

Excluded - Number of contacts specified as part of 'exclusions' in the targeting criteria

Unsubscribed-Number of contacts excluded for being unsubscribed (for any reason including bounce or manual de-activation)

Control Group-Number of contacts specified as part of 'control group' in the targeting criteria

Throttled-  A classification for suppressed contacts that were held back from sending the message due to a high bounce rate. (In order to protect the IP reputation)

Errors- A classification for suppressed contacts when message generation resulted in an error. eg. a merge tag resolved to empty for the subject line for that contact

Skipped- Number of contacts that have been skipped/suppress a message for a user based on logic defined

Suppressed-Number of contacts excluded due to being part of global suppression criteria

Review & Launch Your Campaign

Review Checklist

  1. Content & Audience (Versions)

    1. Content - Make sure to check over your campaign and that you've viewed tests for all of your audiences.

    2. Audiences - Make sure the counts for your versions seems about right. 

  2. Campaign Settings

    1. Check your send time is accurate (whether immediately or at a later time).

    2. Check your settings.

  3. Launch your campaign by clicking Activate Campaign

Access Your Campaign

  1. Campaigns List

    1. On the left-side navigation, click on Campaigns

    2. Click on Broadcast to show the full list of batch email campaigns. These include file-drop, time-triggered, and one-time batch campaigns.  

  2. Finding your campaign

    1. Click on the Search icon (magnifying glass) and type in any words from your campaign.

    2. If you know the tag of your campaign, you can search based on a Campaign tag as well.